Travellers across the globe believe sustainability is important. But a new study says consumers still consider their wallets far more important than the world environment.
A report from the World Travel and Tourism Council (WTTC) and YouGov finds there’s a “critical gap” between travellers’ desire for sustainable options and their actual behaviour.
Unveiled 19MAR at the FITUR 2025 meetings in Madrid, the report found that more than 50% of people surveyed said cost is the most important factor influencing purchasing decisions, while around 30% prioritize quality.
“In stark contrast, sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups,” the WTTC said.
“A lack of visibility also remains a significant barrier to progress. Over 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives,” said the report, titled “Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers.”
“Travellers care about sustainability but when buying travel, cost and quality are king,” said Julia Simpson, WTTC President & CEO. “Customers expect businesses to create affordable sustainable options.
“But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values,” she said.
The study, drawing on a survey of more than 10,000 respondents, categorized travellers into six consumer segments, ranging from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics”. Each group comes with unique behaviours, priorities, and barriers to selecting sustainable choices, the WTTC said.
